As Dangal’s world television premiere (WTP) pushed the channel Zee TV on top of the charts in Week 21, BestMediaInfo.com is taking a close look at the most watched TV premieres since January 2016.
Dangal’s premiere on Zee TV on May 21, 2017 grabbed 16.263 million Impressions helping the channel grow to No. 1 position in the U+R markets. As per BARC India data, Dangal emerged as the most watched film on its premiere telecast among Hindi general entertainment channels.
However, the television premiere of Prem Ratan Dhan Payo on Star Gold aired on Valentine’s Day (Feb 14, 2016) remained the most watched premiere with 25.101 million Impressions across all the genres.
It must be noted that the data mapped before February 2017 is on the TG HSM 4+, while the data mapped after that is on the TG HSM 2+.
Singh is Bliing that was premiered on January 30, 2016 stands at No. 3 by clocking 11.33 million Impressions on Zee Cinema. Salman Khan’s one of the extravaganza movies Sultan clocked 11.302 million Impressions to take No. 4 position. The movie was telecast on Sony Max.
Some of the movies testify that the box office returns are completely unrelated to what people prefer watching on TV. One such movie was Tiger Shroff’s Baaghi that became fifth most watched movie on television with 11.175 million Impressions on Zee Cinema on August 15, 2016.
Sequel of the critically acclaimed Jolly LLB, which featured Akshay Kumar - The State vs Jolly LLB 2, stood at No. 6. The movie garnered 10.850 million Impressions on Star Gold during its premiere on May 14, 2017.
Shroff seems to have wooed the home film watchers to a great extent as his nother film ‘A Flying Jatt’ also featured in the top ten most watched list when it was premiered on Zee Cinema on October 22, 2016 with 9.842 million Impressions.
The famous and much appreciated film ‘The Jungle Book’ stood at No. 8 when it premiered on Star Plus on November 27, 2016 by clocking 9.639 million Impressions. John Abraham and Varun Dhawan starrer Dishoom garnered 9.567 million Impressions for its premiere telecast on Star Gold on September 25, 2016. Lastly, Kaabil starring Hrithik Roshan garnered 8.692 million Impressions during its premiere on Star Gold on April 16, 2017.
As for the success of Dangal, the recent most WTP, Zee TV did put in a lot of effort in marketing the premiere slot. An aggressive outdoor campaign at impact locations in Mumbai, Delhi and Gujarat depicted the most iconic moments of the movie. Viewers also got a traditional flavour of the Akhada at Mumbai bus stops.
Dangaal melas were also set up at leading malls of Delhi and Mumbai where people experienced Live Dangal match with real-time wrestlers. In collaboration with the Guinness World Record-holding sand artist Padmashree Sudarshan Patnaik, Zee TV created an exclusive sand-art that brought alive the film’s iconic poster on the sands of the Versova beach.
Zee TV also offered once-in-a-lifetime opportunity to audiences to meet and interact with the entire cast of the show on a chat show called Dangal Dangal Baat Chali Hai which aired right after the film’s premiere at 4 PM.